Development

Just Like Mom

Key Objectives

To understand and analyse the potential in the ever-expanding market of children clothing wear, especially targetting the female gender.  This is achieved through in-depth and thorough research into the patterns and trends of the modern-day parents in purchasing clothing for their children.
 
In the aspect of branding and communication, we aim to understand how children wear brands are being marketed today especially towards young girls through the tone, language, colours used in the various advertisements and also product placement. Taking reference from prestigious brands such as Burberry kids, Baby Dior, Zara Kids, Gap Kids, Little Marc Jacobs, Little Paul & Joe , Acne Miniature and H&M kids, we can observe the different marketing strategies used to capture the essence of the brand image and how they are very careful and sensitive especially towards products for such an age group.


Next Objective 

My aim this week is to finalize my website design layout of my online store ideas, brand logo, collaterals as well as putting together my thoughts and notion for the advertisement. Getting in contact with modeling agency for young kids models, work on my storyboard for the advertisement and conduct a focus group survey. 


Analaysis and Reflection

Looking through most commerical advertisements directed towards children, the fashion norm for young girls these days are still the stereotypical skirts and dresses influenced by colours and the construction of apparels that are deemed to be as feminine as possible. As Popular culture influences the generation Y greatly, children, especially young girls, are projecting an image of themselves based on the advertising of their opinion leaders through luxury brand labels. Another trend that has been noted is that children apparel in the mass market are increasingly being made popular by figures such as Hannah Montana who appeal greatly to this generation of young children.

Luxury brand labels

Mass market products

Thus, my objective of branding Just Like Mom, is to offer young girls today an opportunity to create their own identity and image through our online store with a personalisation service that includes a wide array of customisable apparel structures personalised by different details and colours example to meet consumers' satisfaction. Most importantly though, Just Like Mom aims to formulate a resemblence of the fashionista mothers' dress sense onto their daugthers; at the same time, their daughters get to create their own fashion identity and in turn keeping them to be our lifetime consumers.

Just Like Mom muse